Split testing is one of the most powerful tools that advertisers can use for digital advertising (especially for pay per click services). By running different ads for different user groups, it is easier for advertisers to figure out what works in the online media.
This testing in itself is a useful tool in the area of PPC but the benefits seem to fade away when the former is not used properly. So, if you really wish to avail the benefits of it, it is crucial to learn why and how to use this technique with Google's pay per click services.
Why use Split Testing for Google AdWords
You may have heard amateur PPC professionals saying that it is just about creating different ads for different user groups. Well, this is just a part of the story as the purpose of testing is different. it is done to find out the best performing ads.
Setting up Split Test
Setting up a split test is pretty simple. If you have worked on Google AdWords earlier you would know that ads are rotated automatically depending on their performance. The automatic rotation is uneven and we can make it even by using it. To enable the option of this test, go to the section "Edit Settings" in your campaign.
Create Different Ad Copies for Testing
This testing is used to find out winning ad copies and it cannot be done until you write different ads for Google AdWords. As a rule of thumb, at least two different ads should be run for split testing in Google AdWords. Agencies dealing into PPC Services create different combinations of ads to yield best possible results. Each ad-copy has equal probability of showing up in the search results and this is why the technique of it is considered best.
Monitor Performance of Ads
Once you start running pay per click ads, it is time to monitor their performance. Analyze the data and try to locate the ad that yielded best results. After all the monitoring and analysis, you would know what exactly works for your business.
Continue with Split Testing
Even if you have found the winning ad copy, you should not put a stop to split testing. It is one such powerful tool that can be of help during different stages of Google AdWords and you must continue to use it. For instance, you can create different versions of the winning ad to derive better results from pay per click services.
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